Email Click-to-Open Rates, by Device, Q2 2013-Q3 2015

Notes: While mobile click-to-open (CTO) rates dipped slightly on a quarter-over-quarter basis in Q3 (to 13.7%), they remained up from the year-earlier period (12.1%) and continue to close the gap with desktop CTO rates, per Yesmail’s latest quarterly report. Email-driven mobile revenue also grew in Q3, by 9.9% year-over-year, with smartphones accounting for 56.6% of mobile revenue, up from 41.6% a year earlier.

Apple devices continue to dominate revenues derived from mobile email, accounting for 77% share this past quarter. The iPhone comprised 34% share of orders (up from 23% during Q3 2014), taking share from the iPad, which accounted for 43% of orders (down from 58% during the year-earlier period).

Average order sizes on mobile ($103.80) continued to lag desktop ($136.70), though.